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Angry advertising employees cracking open this Adweek issue might’ve recently wondered why they’ve returned to work at a dusty office building.
Small creative agency Alto and its client Upwork, a freelance marketplace, rooted out who’s responsible for those return-to-office mandates and a career’s worth of burnout. It’s not management or even Don Draper.
It’s some dead white guy.
In Upwork’s “This Is How We Work Now” campaign, a zombie CEO helps businesses realize they should’ve put the 9-to-5 to rest long ago.
“There’s nothing like using a dead [fictional] CEO to illustrate how the old way of working is truly dead,” Upwork CMO Melissa Waters told Adweek.
This story first appeared in the Oct. 10, 2023, issue of Adweek magazine. Click here to subscribe.
